In this episode of Superlative, host and aBlogtoWatch founder Ariel Adams sits down with Theodore de Turckheim, Chief Marketing Officer of Micromilspec. Together they explore how the Norwegian brand has evolved from creating bespoke timepieces for elite military squadrons to establishing itself as a serious contender in the modern luxury watch landscape. Theodore shares his unique path from the structured corporate culture of IWC Schaffhausen and Richemont to the creative freedom of a small, independent brand, reflecting on how agility and authenticity have fueled Micromilspec’s growth. The conversation dives into the company’s shift from tactical tool watches to broader lifestyle collections, the role of humor and storytelling in humanizing a watch brand, and why today’s collectors value connection and transparency as much as precision and heritage. From the debut of the Milgraph at Geneva Watch Days to the brand’s new ventures into extreme sports collaborations, Ariel and Theodore unpack what it means to build a bold, personality-driven brand in an industry often known for its formality, and how Micromilspec is proving that even serious watches can have a sense of humor.

Keep up with Theodore and Micromilspec:

- Website: https://www.micromilspec.com/

- Instagram: https://www.instagram.com/micromilspec/

Check out this week’s sponsor - Movado:

- https://www.movado.com/

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